Abstract The high interest in the display industry to produce curved or flexible displays for mobile, wearable, and television markets has raised concerns on the performance of displays in their bent state. Flexible display technologies have been developed for this purpose, but their optical characteristics have not been previously reported at various degrees of curvature. The measurement of flexible displays is possible only with special measurement arrangements using common display characterization devices. A conoscope with a working distance of 15 mm was used to demonstrate the curvature dependence of luminance, viewing angle, and color coordinates of the white point of a flexible active‐matrix organic light‐emitting display. The results show that the effect of curvature on the optical characteristics of the display is most evident at the smallest measured bending radii of +/−50 mm and that the effects are most visible when viewing the bent ends of the display, from the central normal vantage point, with uniform curvature along the display.